How Netflix Will Predict Your TV Choices

Most of us think we understand what Netflix does with our viewing data because we have seen the "you might also like" row. It turns out that feature is the least interesting thing happening.

In a fascinating article about how Netflix puts all of its data to use, Netflix VP of Innovation Carlos Gomez-Uribe shares some wide-ranging insights about how the site predicts what people want to watch at any given time. Netflix predicts which shows you will want to resume after starting, which episode you need to watch in a series in order to get hooked on the show, which screengrab is most likely to capture your attention and how to license less content by focusing only on what people actually watch.

That last one is the part worth sitting with. The same data that makes the experience feel more personal is also the data that lets the company buy less and still keep you watching.